How Huggies Generated $2.5 Mil. in Social Marketing

Huggies distributed its coupon on its own site, to its 800,000 Facebook followers and on a campaign site. The difference from a regular coupon is people could increase their savings by sharing it. Don’t share it, the coupon was worth $1.50 off of their next purchase. Sharing the deal via either Facebook or Twitter, or provide three friends’ emails, bumps the deal to $3 off. The introduction of a little self-interest spurred more sharing than the brand expected.

“Every metric — referral open rates, click-through rates, coupon print rates, and redemption rates — were higher than anything we see in [our other] digital marketing programs,” said Dan Kersten, head of consumer promotion marketing at Kimberly-Clark.

The initiative, done with social marketing vendor SocialTwist, drove 630,000 visitors to Huggies’ microsite and an estimated increased awareness of 3.5 million relevant consumers. The ads received a 56 percent click-through rate and the email blasts saw a 55 percent open rate. Sixty-seven percent of all the people that engaged with the program ended up taking the offer. Kimberly-Clark said that the program generated more than $2.5 million in revenue for Huggies.

“We intend to bring [social referral marketing] to the extended Kimberly Clark brand portfolio,” Kersten said.